Marketing Manager

Applegreen; Dublin; On-site; EUR 70,000 - 95,000; Full time

Job summary

Applegreen, via Braeburn Coffee, seeks a Marketing Manager to lead its marketing strategy, brand management and campaigns. You will own briefs, coordinate with creative, content, digital and operations teams, and oversee omni-channel campaigns from planning to launch and review.

The role focuses on delivering high-quality brand assets, managing budgets, and driving customer experience improvements across touchpoints within a dynamic, fast-growing retail environment.

Qualifications

• 3–5 years’ experience in marketing, brand management or related role.
• Experience delivering integrated marketing campaigns in retail, hospitality or FMCG.
• Experience in customer experience, brand standards, or service improvements is desirable.
• Experience mentoring direct reports and developing team members.
• Strong analytical skills and ability to interpret campaign and customer data.
• High proficiency in Microsoft Office (Excel, PowerPoint, Word).
• Marketing/business degree preferred.
• Experience managing agencies, stakeholders and cross-functional projects is an advantage.

Responsibilities

• Lead Braeburn’s marketing strategy and campaigns, ensuring alignment with brand objectives.
• Develop and execute integrated campaigns from planning through launch, review and optimisation.
• Own briefs and collaborate with creative, content, digital and operations teams.
• Oversee campaign execution across in-store, digital and external channels; coordinate with agencies.

Skills

Analytical skills

MS Office

Stakeholder mgmt

Mentoring

Education

Marketing degree preferred

Job description

Marketing Manager, Braeburn Coffee

Role Introduction:

Established in 1992, Applegreen is a leading convenience roadside retailer in the Republic of Ireland, the UK and the US in both large-scale Motorway Service Areas and Travel Plazas, as well as smaller petrol stations. The business has grown to over €4BN in annual revenue, operating 430 Motorway Service Plazas and forecourt sites internationally and employing over 17,000 people.

Key Responsibilities:

As Braeburn Coffee expands, responsibilities will evolve and change over time. The core responsibilities will include:

Marketing Strategy, Brand & Campaign Management

• Lead the delivery of Braeburn’s marketing strategy and campaigns, ensuring alignment with brand objectives and commercial priorities.
• Develop and execute integrated marketing campaigns from planning through to launch, review, and optimisation.
• Own campaign briefs and collaborate with creative, content, digital, and operational teams to deliver impactful activity.
• Oversee campaign execution across in-store, digital, and external channels, working with internal teams and agency partners.
• Organise, attend, and manage photoshoots and content creation to ensure high-quality brand assets.
• Manage packaging, point-of-sale materials, crockery design, and approvals for new site openings and refreshes.
• Support PR activity, media planning, local marketing initiatives, and Out-of-Home advertising where required.
• Manage relevant sponsorships, partnerships, and promotional opportunities that build awareness and brand equity.
• Provide direct line management, coaching, and development support to a Brand Manager, ensuring strong delivery and capability building across the function.

Customer Experience Management

• Own and develop the Braeburn customer experience strategy, ensuring a consistent and high-quality journey across all customer touchpoints.
• Work closely with operations and retail teams to identify opportunities to enhance service, in-store experience, and brand standards.
• Review customer feedback, insight, and performance data to identify trends and implement improvement plans.
• Champion customer-centric thinking across marketing initiatives, launches, and brand communications.
• Support the development of customer experience standards, training materials, and initiatives that drive satisfaction, loyalty, and repeat purchase.

Digital Landscape & Paid Media

• Oversee Braeburn’s digital presence, including website updates and in-store digital assets.
• Plan and execute paid digital advertising across social, search, and video.
• Optimise search engine marketing strategies in collaboration with the Social & Digital Comms Exec.

Strategy & Market Insights

• Develop and maintain key strategic initiatives, including brand, marketing, and social media strategies.
• Conduct market research, competitor analysis, and trend forecasting.
• Analyse post-campaign performance to assess KPIs and ROI.

Brand Identity & Merchandise

• Manage branded merchandise development to enhance brand presence.
• Oversee the Brand Bible to ensure consistency across all brand touchpoints.
• Support new product development (NPD) to drive category innovation.

Budget management

• Manage and allocate the marketing and brand budget, ensuring cost-effective execution of campaigns and initiatives.
• Track spending, optimise budget allocation, and report on financial performance to maximize ROI.

The Candidate should have the following:

Qualifications, experience & skills

• Minimum 3–5 years’ experience in marketing, brand management, or a related commercial role.
• Proven experience delivering integrated marketing campaigns in a fast-paced retail, hospitality, or FMCG environment.
• Experience in customer experience, brand standards, or service improvement initiatives is highly desirable.
• Previous experience managing or mentoring direct reports, with the ability to coach and develop team members effectively.
• Strong analytical skills with the ability to interpret campaign and customer data to inform decisions.
• High proficiency in Microsoft Office (Excel, PowerPoint, Word).
• A marketing, business, or related degree preferred.
• Experience managing agencies, stakeholders, and cross-functional projects is an advantage.

Additional key skills & attributes:

• A dynamic individual who adapts well to change and thrives in a rapidly growing organisation.
• Strong commercial awareness with the ability to balance brand ambition and customer needs.
• Highly organised with the ability to manage multiple priorities and deliver high-quality work to tight deadlines.
• A customer-first mindset with a passion for delivering excellent brand and service experiences.
• Strong execution skills with attention to detail and the ability to turn insight into action.
• A proactive, self-starter attitude with strong problem-solving and decision-making skills.
• Excellent interpersonal and stakeholder management skills, with the ability to engage and influence at all levels.
• A collaborative team player who is resilient and remains calm under pressure.
• Willing to travel ad hoc as required.

• Further information about Applegreen can be found here

https://applegreenstores.com/about-us/